Lifesight’s Agentic UMM platform measures the incremental value of marketing channels to support forecasting, planning, and budget allocation. Users can ask budget questions in natural language and receive answers based on causal measurement models. Marketing Intelligence Agents interpret measurement data and provide insights with transparent reasoning, showing which models, experiments, and data sources were used to generate each answer.

The platform unifies data from all marketing channels, both online and offline, into a single dataset. A causal Marketing Mix Model (MMM) measures each channel’s incremental contribution rather than correlation. The causal graph shows how channels drive conversions. Model accuracy and diagnostics are available for review, with transparent inputs including actual spend and outcomes.

Campaign analysis includes lift measurement, spend efficiency metrics, and confidence levels. Attribution is calibrated to incremental reality by tracking incremental revenue against associated spend. Channels are ranked by causal attribution and incremental return on ad spend (iROAS). Creative performance can be analyzed to identify high-performing ads and those experiencing fatigue.

Budget forecasting allows users to set target budgets, apply constraints, and model expected returns before allocating spend. Multiple scenarios can be compared, with recommended budgets, forecasted revenue, and ROAS provided for each channel. Budget worksheets can be generated and shared. The platform supports spend reallocation across channels and campaigns to maximize iROAS, with agents executing decisions within defined parameters.